Fraud in digital marketing can be a costly problem for businesses of all sizes. Juniper Research reported in 2018 that advertisers were set to lose an estimated $19 billion to fraudulent activities, and the problem has only continued to grow since then. Fortunately, artificial intelligence (AI) has emerged as a powerful tool for detecting and preventing fraud in digital marketing.
One of the primary ways AI is being used in fraud detection is through machine learning algorithms. These algorithms analyze vast amounts of data in real-time to identify patterns and anomalies that may indicate fraudulent activity. For example, they can analyze user behavior on a website or app to detect fraudulent clicks, impressions, or conversions. They can also identify bot traffic and block it before it causes damage.
Another way AI is being used in fraud prevention is through natural language processing (NLP). NLP allows machines to understand and interpret human language, which is useful in identifying phishing scams and other types of fraudulent communications. By analyzing the language used in emails and messages, an AI system can determine whether they’re legitimate or not and flag suspicious activity.
AI can also help prevent fraud by providing continuous monitoring. AI systems can monitor large volumes of data around the clock, detecting any signs of fraudulent activity as soon as they occur. This enables businesses to respond quickly, minimizing losses and reducing the risk of further damage.
Finally, AI can help reduce false positives. False positives occur when legitimate traffic is mistaken for fraudulent activity, resulting in blocked users and lost revenue. AI can learn from past mistakes to reduce false positives, making it more effective in identifying and preventing fraud.